Beyond B2B Email Marketing: Turbo Charging Your Email Strategies and Campaigns


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Beyond B2B Email Marketing: Turbo Charging Your Email Strategies and Campaigns via Marketo

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Beyond B2B Email Marketing: Turbo Charging Your Email Strategies and Campaigns

  1. 1. You are reading A marketo ebook Beyond B2B Email Marketing Turbo-charging your email strategies and campaigns @
  2. 2. Page 02 Beyond B2B email Marketing Email is still the engine of B2B marketing Outbound marketing has been getting a lot of bad press these days. In the era of content, social and inbound, actually reaching out to promote your business can feel almost, well, dirty. But in the very best B2B marketing departments – especially the ones pioneering the latest inbound marketing strategies – outbound is still a hugely important part of the mix. And the king of outbound is still email. In this short eBook, we’ll look at email with fresh eyes and present the next natural progression for every B2B marketer who still values the power of email. It’s a step that thousands of progressive B2B marketers have already taken – with results that add up to a business case that writes itself. We’ll also hear from some experienced email marketers, sharing their insights into best practice (thanks, folks). By the end of this eBook, we hope you resolve to step up your email efforts to increase their contribution to revenue. We also hope you’ll see the value of this next generation of email marketing. Most importantly, we hope you’ll see that the move from traditional email platforms isn’t a leap at all. It’s just the next logical step in the development and professionalisation of every B2B marketing department. Let’s get started. Share
  3. 3. Page 03 Beyond B2B email Marketing Email works 70% of B2B marketers still regard email as either ‘critical’ or ‘very important’ (and only 4% think it’s ‘not very important’). B2B Marketing Magazine Email Benchmarking Report March 2012 Deployed with even a modicum of intelligence and sensitivity, email marketing delivers the goods. • t’s the most cost-effective way to reach all I of your known prospects and customers. “Email is the glue that ties people’s cross channel behaviour together.” Riaz Kanani Consultant and DMA Email Marketing Council Member • t’s valued by your audience – that’s why I people opt in (and opt out if they no longer find them relevant). • t’s versatile – you can use email for simple I alerts and updates, offer new content and deliver anything from discounts and promotions to thought leadership. 70% of digital marketers see email as the top medium for ROI. Econsultancy Email Census 2012 • t’s immediate, personal and eminently I trackable. Share
  4. 4. Page 04 Beyond B2B email Marketing When email doesn’t work “Many email systems don’t have any link to the content assets on a site. While retailers like Amazon will trigger a related product email following a category or product browse, I don’t think I’ve ever received an equivalent B2B communication.” Dave Chaffey Smart Insights In the wrong hands, email marketing is just spam with content sauce. • f you don’t segment your campaigns, I relevance suffers. • f you never target email according to the I prospect’s behaviour, you’re missing one of the most powerful conversion drivers. • f you can’t tie your email activities to I website visits, social media interactions and offline activity, you’re only getting a tiny part of the picture. • f your email is still in a silo, the ‘leads’ you I hand over to sales won’t reflect everything you know about each prospect (so they’ll be harder to close). Share Unfortunately, for many B2B marketers, email marketing is still stuck in the dark ages of ‘batch and blast’. It’s a low-cost medium so it gets away with it. But more and more marketers have moved their email marketing to the next level and are multiplying their ROI. “This email maturity gap, as I call it, will only get bigger and bigger. But for the marketer who has the ambition, it has never been easier to get on the right side of that gap.” Jordie van Rijn Email Monday The challenge is to harness the power of the new email strategies and tactics and release the true potential of B2B email – without getting bogged down in complexity. “Email services tend to limit your insight to open and click rates. For true conversion analytics and deeper insights you need the integration that marketing automation brings.” Carl Fredrik Wållgren (a Marketo customer)
  5. 5. “Email is core to the way that we communicate in business. As a Channel it is right at the top of the pile for marketers.” Philip Storey, Email marketing consultant
  6. 6. Page 06 Five Ways Five ways your email platform is holding you back If you’re stuck in an old-school approach to email marketing, it’s probably not your fault. It’s your technology. Today’s email platforms and services were designed for a simpler time, when digital marketing was itself a fairly new discipline. They brought some fantastic new things to the table – like instant (if basic) analytics – and did a good job of automating some of the manual processes behind standard email blasts. But B2B marketing has moved on – and email platforms simply haven’t. Here’s why their limitations have become yours: Share
  7. 7. Page 07 Five Ways Five ways your email platform is holding you back 1. The email silo Email platforms treat email as a separate silo, divorced from all the other customer interaction channels. So you can’t merge a prospect’s email activities with his or her website visits, content downloads, social media engagements and offline interactions. This single, unified view of the prospect is essential for deciding how to target each prospect – and when to hand them over to the sales team. Share “ ou would never walk up to somebody and Y act like the conversation you had on the phone last week never happened. Why would you do the same with email?” Riaz Kanani Consultant and DMA Email Marketing Council Member
  8. 8. Page 08 Five Ways Five ways your email platform is holding you back 2. One-off campaigns Email platforms are good for sending out oneoff campaigns and email blasts. They’re not so good at designing and delivering multi-step ‘drip campaigns’ that, over time, move prospects along the purchase journey. Without automation, you’re forced to send your emails based on your timetable, ignoring the buyer’s. With it, you can nurture prospects as they progress through your drip campaign. Multi-step campaigns need an automated marketing platform that can take each prospect along at their own pace and nurture longer-cycle sales. Share “The standard email service providers out there have not embraced lead scoring and nurturing to deliver effective solutions.” Michael Leander Direct and Digital Marketing Consultant
  9. 9. Page 09 Five Ways Five ways your email platform is holding you back 3. Landing page disconnect Emails always lead somewhere. But traditional email platforms force you to create and manage these landing pages in separate tools. So your efforts aren’t just inefficient, they’re less effective – because your ability to generate and test the right landing pages and forms for each email segment is limited. “ lot of marketers don’t listen to their A prospects digital body language. They don’t measure and match the behaviour of their prospects on their website and follow up. A missed opportunity.” Jordie van Rijn Email Monday Managing your emails and landing pages together is essential to closed-loop marketing. Without it, you’re leaking opportunities. Share
  10. 10. Page 10 Five Ways Five ways your email platform is holding you back 4. Trigger insensitivity When a prospect does something meaningful – on your website, in social channels or via email – you need to be able to respond with a relevant, timely email. If you miss these triggers and simply blast email to everyone whenever your promotional calendar dictates, you’re ignoring your prospects and their buying signals. “Event-triggered emails will deliver better results when refined and will free up more time for other activities once you have the rules and triggers in place.” Dave Chaffey Smart Insights Email platforms can’t send automated emails based on triggers that happen in any channel or even offline. You need your email to be managed by marketing automation for that. Share Page 10
  11. 11. Page 11 Five Ways Five ways your email platform is holding you back 5. Revenue ignorance Email platforms can tell you about open rates and click-throughs. But what your business really wants to know is which activities led to revenue. If you can’t connect your email system to the downstream sales processes and activities, you can’t determine true ROI. The good news? You’re a very short step away from removing these obstacles in one bold stroke – by moving from your traditional email platform to proper marketing automation. If your email activities (and those from every other channel) are integrated with your CRM system, you move from being in the clicks business to being in the revenue business. Share Page 11
  12. 12. “When you drive all this activity into the CRM system, sales can follow up, armed with detailed information regarding what the lead had opened, clicked on, watched and downloaded.” Rachel Cooper, Global Marketing Manager, Statpro (a Marketo customer)
  13. 13. Page 13 Marketing Automation the right place for your email marketing Email marketers love marketing automation because it lets them do everything they used to do – often using very similar processes – plus a whole world of new things that email platforms alone could never do. Integrate your email with all channels No more email silos. Now your email strategy benefits form insight from across your web, social, offline and beyond. Leverage triggers from any channel So a web visit or trade show badge swipe can trigger the right email at the right time. Score and nurture leads Attach a score to all engagements across all channels, then hand prospects over to sales when the threshold has been exceeded. You only hand them over when they’re really sales-ready. Share Recycle leads that aren’t ready If sales hands a lead back because they’re on a longer time scale, it’s a crime to simply drop the prospect. Recycle them back into a nurture programme to keep them warm until they’re ready. Track email activity to revenue By integrating it with CRM, you can see which leads turned into which deals. Manage emails and landing pages together For full-circle marketing and granular segmentation. Oh: and it saves a hell of a lot of time and energy. Automate entire multi-step campaigns Set up rules and campaign flows, then stand back and watch them turn a database into a revenue stream. Clearly, email marketing has much more to offer than the traditional platforms will allow. Moving your email activity into a full-spec marketing automation platform releases all that power – without losing anything. Thousands of marketers before you have discovered that the transition isn’t just empowering, it’s easy.
  14. 14. Page 14 Marketing Automation the right place for your email marketing “In B2B, email marketers fail to map the customer lifecycle from start to end and create a compelling contact strategy. It doesn’t have to be complicated. It can be quite easy and straightforward to set up triggers and segmentation and business rules to treat people differently.” “Most companies today are either delivering newsletters periodically or are at the early stages of triggering behaviourbased emails. Lead nurturing is the next stage in improving both the performance and returns from their email programmes.” Riaz Kanani Consultant Philip Storey Email marketing consultant Michael Leander Direct and Digital Marketing Consultant Share “Marketing automation is not just an advanced version of email marketing. It’s so much more. B2B marketers who have already implemented a structured marketing automation programme are surprised about how much more effective their marketing and selling processes have become.”
  15. 15. Page 15 Marketing Automation how it works Here are the three essential parts: The email automation part You design a campaign flow and create the emails, landing pages and forms. You then press ‘Go’ and stand back. Soon, you’ll watch as Prospect Segment A gets email A. - Click-through A’s get follow-up B. - Non-clickers get follow-up C. - Downloaders get email D. - on-downloaders wait a week, N then get email E, etc. Share The benefits • Save time wasted in manual processes • ake sure every target segment gets M the right treatment • rack every step of the campaign T to improve ROI Download The Marketing Automation Buyer’s Kit for more detail. “To be able to meet our high growth ambitions we had to build a base for a more effective and efficient marketing and sales organisation. The transparency, both in terms of revenue tracking and richer lead profiles, along with the possibility to automate recurring campaigns and flows enables us to do so.” Carl Fredrik Wållgren (a Marketo customer)
  16. 16. Page 16 Marketing Automation how it works The lead scoring and nurturing part With lead scoring, you decide on a score for each desired behaviour (5 for opening an email, 10 for downloading an eBook, 2 for retweeting, 25 for attending a webinar…). The benefits • Multiply the value of the leads you deliver You pass a lead to sales only when it passes the ‘sales-ready’ score threshold. And you pass it on (usually via the CRM system) along with all that information about the prospect’s activity. And it doesn’t stop when the lead is passed along. Lead recycling and bottom-of-the-funnel campaigns keep things warm until revenue time. • Get sales and marketing aligned Share • eep nurturing prospects that aren’t yet K sales-ready • Track your marketing to revenue Download The Definitive Guide to Lead Nurturing for more detail. “ ithout Marketo, we’d spend a lot more time W producing emails, forms and landing pages and they wouldn’t be half as creative, useful or easy. We’d also lose the knowledge of our visitors and leads.” Rachel Cooper Global Marketing Manager, Statpro (a Marketo customer)
  17. 17. Page 17 Marketing Automation how it works Getting there from here “The fastest-growing companies measure ROI to find not just what works, but what works better. They focus on improving ROI, not just proving ROI.” The Definitive Guide to Marketing Metrics 76% of B2B marketing professionals agree or strongly agree that their “ability to track marketing ROI gives marketing more respect”. The measurement and ROI part A huge advantage delivered by marketing automation is the insight it gives you about every part of your marketing activity. And the ROI of each activity is the ultimate example. With marketing automation, you can track your key metrics to actively manage and improve the performance of all marketing programmes. Your highest-ROI decisions will often flow from strategic questions about offers, messages, target segments and geographies – not simply “pass/fail” assessments of specific programmes or tactics. Forrester Research Share The benefits • See the exact effect of all marketing investment • Optimize your budget over time to drive up ROI • evelop the best-converting tactics, offers D and messages • rack the key ‘leading indicators’ that drive T business results • mprove your performance, profitability I and credibility Download The Definitive Guide to Marketing Metrics Analytics for the whole story. Moving from an email platform to marketing automation is pretty straightforward. You just need to get your data (and any templates you like) into the platform. If you’re using CRM, it’s easy to sync it with your marketing automation platform. If you’re not, you can use the database in the platform as your main customer database. Then just set up your email deliverability settings (not difficult) and put the tracking code on your website (so you can link web visits to all email interactions). That’s it. You’re ready to go.
  18. 18. “Data is the new gold but it’s worthless without a holistic approach. We have to make the different channels work together seamlessly.” Carl Fredrik Wållgren, (a Marketo customer)
  19. 19. How we do it Page 19 How we do it for ourselves At Marketo, we don’t just sell the best marketing automation solutions on the planet, we also use it to drive our own rather rocket-like growth. Here are a few examples from our own programmes (which, by reading this, you’re a part of): lead Prospect Known names Friend Awareness Recycle opportunity Nurturing database Traditional Generating Brand ‘like’ developing Relationships (email, social, offline) Share customer Segmentation We target four key personas, and segment all of our outbound email activities based on a prospect’s previous interests. If you’ve attended one of our webinars about measuring marketing ROI, we’ll offer the Definitive Guide to Marketing Metrics; but if you’ve visited our website from Facebook, perhaps we’ll offer you the Definitive Guide to Social Marketing. Assigning content to purchase stage We map our content and our email campaigns to the buying stage each prospect is in. A buyer who’s early in his process is not interested in hearing about Marketo’s product features and will opt out if we send him overtly promotional information. Instead, we send them thought leadership, educational materials that will help him do his job – plus the occasional fun or entertaining piece of content. In contrast, a buyer in an active sales cycle with us wants to know more about our products, pricing and customer successes. Only by tracking a prospect’s behaviors and integrating with the CRM system can we automatically align the content we send to the stage of the buyer’s journey.
  20. 20. Page 20 How we do it How we do it for ourselves Cloning our event campaign We ran the Marketing Rock Star event series in fifteen cities. We create the campaign once for the first stop on the tour, then just clone it, update the tokens for the unique details at that city (venue etc) and we’re ready to rock! All the invitations, confirmations, reminders, follow-ups and landing pages update in one fell swoop! More personal communications We don’t just send promotional HTML emails. We also set up our flows to send text-only sales emails from a specific sales exec. And the account executives or business development teams can add someone to the nurture campaign based on their interactions (and they can get an alert if the prospect opens a given email). Responding to ‘Act Now’ behaviours We score prospects based on the things they do, with higher scores for behaviours that signal “I’m getting ready to buy” – such as viewing the pricing page on our website. When the score hits 35, the leads are passed over to sales. Share Listening in social channels We’re really active in social media and we use automated processes to respond in social channels – such as triggering an email from a tweet.
  21. 21. Page 21 How we do it How we do it for ourselves A/B Testing Once you’ve got total insight into the effectiveness of every activity, it’s easy (and incredibly important) to develop a ‘testing culture’. At Marketo, we never stop testing everything about our emails, landing pages and campaign flows. Measurement and Analytics At Marketo, we track five key metrics versus goals on a weekly basis – including new prospects, new leads and new opportunities – and 30 key metrics versus goals on a monthly/ quarterly basis. We look at actuals, target and 12-month trends for each of them. The result? We know exactly how much revenue our marketing generates. Share
  22. 22. “this stuff works.” Fergus Gloster, Marketo
  23. 23. Page 23 Resources Further resources for Email marketers We’ve produced a whole library of best-practice guidance for B2B marketers, many of them focused on email marketing. Jon Miller on Email Benchmark Results Our VP Marketing takes you through the bestpractice benchmarking results in this webinar. If you’re keen to advance your own email marketing, here are a few more resources for you: The B2B Email Marketing Success Kit Everything you need: eBooks, webinars, white papers, blog posts and videos – all in one kit. Building a Case for Marketing Automation The deck from our session at’s Dreamforce 2012. Email Benchmarking Wizard Compare your email marketing results with your peers and with best practice. Share
  24. 24. Page 24 C lap , C lap , C lap A huge thank you Jordie van Rijn Jordie van Rijn is a freelance email marketing consultant. He specialises in email and digital marketing, providing guidance to improve results and go for smarter, better marketing. He is also the founder of a platform for email tool selection and internationally accredited emailgeek. @jvanrijn Dave Chaffey  Dr Dave Chaffey is the CEO and co-founder of online marketing advice publisher He is the author of five successful business books including Internet Marketing: Strategy, Implementation and Practice; E-business and E-commerce Management, eMarketing eXcellence and Total email Marketing. Michael Leander Michael Leander is an accomplished international marketing speaker. Covering a range of topics related to direct marketing, digital and interactive marketing, customer loyalty marketing management, social media marketing and CRM, he has delivered great experiences to audiences in nearly 40 countries earning him a reputation as a “great marketing speaker and marketing trainer”. Philip Storey Philip Story is an Email Marketing Consultant at Lyris, London. He has been specialising in Email Marketing for a decade, helping brands such as ASDA, Sony, The Football Association and Tui Travel to develop meaningful relationships with prospects and customers in the inbox, creating engaging and response-triggering email for acquisition and retention strategies that drive a high return on investment. blog/authors/philip-storey davechaffey riazkanani michaelleandernielsen philipstorey @DaveChaffey @riazkanani @michaelleander @philipstorey Share Riaz Kanani Entrepreneur (focused on product, marketing and operations) experienced in bringing innovative technology to market – mostly within the Internet and Saas space. Over the past decade, Riaz has been involved in building out operations in the UK/Europe for both North American and local organisations targeting enterprise and mid-market clients.
  25. 25. Page 25 C lap , C lap , C lap A huge thank you StatPro is a global provider of portfolio analytics for the investment community. Our cloud based services provide vital analysis of portfolio performance, attribution and risk. Hundreds of investment professionals use our cloud services directly or through a fund administrator/partner to perform sophisticated analysis, reporting and distribution every day. Mynewsdesk provides a social media newsroom and all-in-one PR platform for your business. Many of the biggest brands in the world use Mynewsdesk to manage their PR – as do thousands of small and medium sized companies. Mynewsdesk enables you to create a social media newsroom, expand and manage your media contacts and discover who’s talking about your brand and sector online. And search engine performance and social media visibility are built in. Share
  26. 26. Page 26 Resources About Marketo Marketo uniquely provides easy-to-use, powerful and complete marketing software that propels fast-growing small companies and global enterprises alike. Marketo’s marketing automation and sales effectiveness software – including the world’s first integrated solution for social marketing automation – streamlines marketing processes, delivers more campaigns, generates more win-ready leads, and dramatically improves sales performance. With proven technology, comprehensive services and expert guidance, Marketo helps thousands of companies around the world turn marketing from a cost center into a revenue driver. Marketo was recently named one of “America’s Most Promising Companies” by Forbes Magazine, the #1 fastest-growing private company of 2011 by the Silicon Valley Business Journal, and the “2011 CRM Market Leaders Awards Winner for Marketing Solutions” by CRM Magazine. Share Known for providing breakthrough innovation and fueling explosive growth, Marketo was recently named one of “America’s Most Promising Companies” by Forbes, the #1 Marketing Software Vendor on the INC 500, and the #1 fastest-growing private company of 2011 by the Silicon Valley Business Journal. In both 2011 and 2012 the company received the CRM Market Leaders Awards Winner for Marketing Solutions by CRM Magazine. customers also honored the company with two AppExchange Best of ’11 Awards, for Best Marketing Automation Solution and Best Chatter Exchange. For more information, visit, or subscribe to Marketo’s award-winning blogs at You can find us on Twitter, Facebook, LinkedIn, on our own award-winning blogs – or simply call Marketo on: 800 456 1393 0 From the UK 0 0800 1627 5386  From elsewhere in Europe 8 77 260 6586 From the USA 1 800 352270 From Australia
  27. 27. “go forth and automate.” Jon miller, marketo